1 online resource (xiv, 201 pages)

This book was created for the 90 percent of small business owners who reportedly are dissatisfied with the results they get from local advertising. If followed, these rules, among them don?t ask your customer what brought them in, demand absolute accountability, and sell something more profitable than a low price, will broaden the customer base and enhance the bottom line. Specific growth objectives for advertising expenditures and the development of a system of absolute advertising accountability make this book distinctive. Business owners will learn to use advertising money wisely for maximum profitability

pt. 1. Setting up to win -- pt. 2. Gaining the advantage -- pt. 3. The magic ingredient-copy -- pt. 4. Managing the media -- pt. 5. Protecting your progress -- pt. 6. Common sense marketing

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